Less

on 7 P’s of Marketing
4 and Branding

Presented by: JAY BEN C. DE VERA

 Marketing Mix / 7P’s of Marketing
Marketing Mix, more popularly referred to as the 7P’s
of Marketing. It is a set of controllable and interrelated
variables composed of product, place, price and
promotions that a company assembles to satisfy a
target group better than its competitor. Marketing Mix
strategy is selecting and applying the best potential
means to achieve the organization’s vision and gain
competitive edge.
Prepared by: JAY BEN C. DE VERA
 Marketing Mix / 7P’s of Marketing

Marketing Mix, it is a design of a

certain marketing program or
strategy that will convey the value of
your product to the target
customers.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing

Original 4 P’s Added elements

1. Product 5. People,
2. Place 6. Packaging
3. Price 7. Positioning
4. Promotion
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
1. PRODUCT
Product refers to any goods or services that is produced to
meet the consumers’ wants, tastes and preferences.

Examples of goods include tires, MP3 players, clothing and

etc.

Examples of services include hair salons and accounting firms.

Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
2. PLACE
Place represents the location where the buyer
and seller exchange goods or services. It is
also called as the distribution channel. It can
include any physical store as well as virtual
stores or online shops on the Internet.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
2. PLACE
STAGES OF DISTRIBUTION CHANNEL
Channel 1: Producer - wholesaler – retailer - consumer

Channel 2: Producer – retailer - consumer

Channel 3: Producer – consumer

Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
2. PLACE
Wholesaler - typically buys and stores large quantities of
several producers' goods and then breaks into bulk deliveries
to supply retailers with smaller quantities.

Retailer - is a company that buys products from a

manufacturer or wholesaler and sells them to end users or
customers.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
3. PRICE
In the narrowest sense, price is the value of
money in exchange for a product or service.
Generally speaking, the price is the amount or
value that a customer gives up to enjoy the
benefits of having or using a product or
service. Prepared by: JAY BEN C. DE VERA
 Different Pricing Strategies
1. Penetration Pricing
The price charged for products and services is set artificially low in
order to gain market share. Once this is achieved, the price is
increased.
2. Skimming Pricing
A company charges a higher price then slowly lowers the price to
make the product available to a wider market because it has a
considerable competitive advantage. However, the advantage tends
not to be sustainable. The high price attracts new competitors into
the market, and the price inevitably falls due to increased supply.
Prepared by: JAY BEN C. DE VERA
 Different Pricing Strategies
3. Competition Pricing
A pricing method in which a seller uses prices of competing products
as a benchmark instead of considering own costs or the customer
demand. In reality a firm has three options and these are to price
lower, price the same or price higher than competitors .
4. Product Line Pricing
The practice of reviewing and setting prices for multiple products that a company offers in
coordination with one another. Rather than looking at each product separately and setting its
price, product-line pricing strategies aim to maximize the sales of different products by
creating more complementary, rather than competitive, products. If you offer more than one
product or service, consider the impact that one product's or service's price will have on the
others.
Prepared by: JAY BEN C. DE VERA
 Different Pricing Strategies
5. Bundle Pricing
The act of placing several products or services together in a
single package and selling for a lower price than would be
charged if the items were sold separately.
6. Premium Pricing
Setting the price of a product higher than similar products.
The goal is to create the perception that the products must
have a higher value than competing products because the
prices are higher.
Prepared by: JAY BEN C. DE VERA
 Different Pricing Strategies
7. Psychological Pricing
Psychological pricing is the practice of setting prices slightly
lower than rounded numbers, in the belief that customers do
not round up these prices, and so will treat them as lower
prices than they really are. This practice is based on the belief
that customers tend to process a price from the left-most digit
to the right, and so will tend to ignore the last few digits of a
price.
Example: Instead of P400.00, it become 399.75
Prepared by: JAY BEN C. DE VERA
 Different Pricing Strategies

8. Cost Plus Pricing

Cost plus pricing involves adding a markup to the cost of
goods and services to arrive at a selling price. Under this
approach, you add together the direct material cost, direct
labor cost, and overhead costs for a product, and add to it a
markup percentage in order to derive the price of the
product.

Prepared by: JAY BEN C. DE VERA

 Different Pricing Strategies
9. Cost Based Pricing
A pricing method in which a fixed sum or a percentage of the
total cost is added (as income or profit) to the cost of the
product to arrive at its selling price.
10. Value Based Pricing
A price-setting strategy where prices are set primarily on
consumers' perceived value of the product or service.

Prepared by: JAY BEN C. DE VERA

 7P’s of Marketing
4. PROMOTION
Promotion refers to the complete set of
activities, which communicate the product,
brand or service to the user. The idea is to
create an awareness, attract and induce the
consumers to buy the product, in preference
over others. Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
4. PROMOTION
Promotional Mix - the most common medium
in promoting a product.
TYPES OF PROMOTIONAL MIX
1. ADVERTISING 4. SALES PROMOTIONS
2. PUBLIC RELATIONS OR PR 5. DIRECT MARKETING
3. PERSONAL SELLING
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
1. ADVERTISING
a. Radio - Advertising by means of radio gives
the advantage of selecting the territory and
audience to which the message is to be
directed.

Prepared by: JAY BEN C. DE VERA

 TYPES OF PROMOTIONAL MIX
1. ADVERTISING
b. Television - It is more effective as compared
to radio as it has the advantages of sound and
sight. It is more effective and impressive and
leaves a lasting impression on the mind of the
viewer.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
1. ADVERTISING
c. Print - The print media carry their messages
entirely through the visual mode. These media
consist of newspapers, magazines and direct
mail.

Prepared by: JAY BEN C. DE VERA

 TYPES OF PROMOTIONAL MIX
1. ADVERTISING
d. Electronic - You can also advertise
electronically through your company website
and provide important and pertinent
information to clients and customers. You can
also send advertisements via direct e-mail as
part of your promotional strategy.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
1. ADVERTISING
e. Word of Mouth – it is important for every
business, as each happy customer can steer
dozens of new ones your way. It's one of the
most credible forms of advertising because a
person puts their reputation on the line every
time they make a recommendation.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
2. PUBLIC RELATIONS OR PR
In public relations, the article that features
your company is not paid for. The reporter,
whether broadcast or print, writes about or
films your company as a result of information
he or she received and researched.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
3. PERSONAL SELLING
It occurs when an individual salesperson sells a
product, service or solution to a client.
Salespeople match the benefits of their
offering to the specific needs of a client.

Prepared by: JAY BEN C. DE VERA

 TYPES OF PROMOTIONAL MIX
4. SALES PROMOTIONS
It is any initiative undertaken by an
organization to promote an increase in sales,
usage or trial of a product or service.
Sales Promotion Techniques:
a. Free Gifts - example, a newly opened store, may
offer the first 10 customers free items worth 100 pesos.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
4. SALES PROMOTIONS
Sales Promotion Techniques:
b. Free Samples- it is a technique used to
introduce new products to the marketplace. It
give the consumer a chance to see how well
they like a product or try something they
otherwise would not normally buy.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
4. SALES PROMOTIONS
Sales Promotion Techniques:
c. Free Trial – it is a way for a consumer to try
a new product while eliminating risk. It may be
used when a product is unique to the
marketplace.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
4. SALES PROMOTIONS
Sales Promotion Techniques:
d. Customer Contests - it offers the customer
a chance to win prizes like cash or store
merchandise.

Prepared by: JAY BEN C. DE VERA

 TYPES OF PROMOTIONAL MIX
4. SALES PROMOTIONS
Sales Promotion Techniques:
e. Special Pricing - it is used to offer consumers a
lower price for a period of time or to purchase in
multiple quantities. Example, a retailer may offer a
product that normally costs 35 pesos at a price of
3-for-100-pesos during the promotional period.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
5. DIRECT MARKETING
It is a promotional method that involves presenting
information about your company, product, or service to
your target customer without the use of an advertising
middleman. It is a targeted form of marketing that
presents information of potential interest to a consumer
that has been determined to be a likely buyer.
Prepared by: JAY BEN C. DE VERA
 TYPES OF PROMOTIONAL MIX
5. DIRECT MARKETING
Forms of Direct Marketing
Brochure Catalogs
Coupons Fliers
Email Post cards
Phone calls Newsletters
Text messages
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
5. PEOPLE
Your team, the staff that makes it happen for
you, your audience, and your advertisers are
the people in marketing. This consist of each
person who is involved in the product or
service whether directly or indirectly.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
5. PEOPLE
The people rendering the service must be
competent and skilled enough so that the
clients will patronize your service.

Prepared by: JAY BEN C. DE VERA

 7P’s of Marketing
6. PACKAGING
It refers to the outside appearance of a
product and how it is presented to the
customers. The best packaging should be
attractive enough and cost efficient for the
customers. It is for protection, containment,
information, utility of use and promotion.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
6. PACKAGING
Five Basic Functions of Packaging
1) Protection: One of the major functions of
packaging is to provide for the effects of time
and environment for the natural and
manufactured products.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
6. PACKAGING
Five Basic Functions of Packaging
2) Containment: This involves merging of unit loads for
shipping. It starts with spots of adhesives on the individual
shippers that stick them together, straps of steel and plastic,
entire coverings of shrinkable or stretchable plastic films and
paper or corrugated wraps that surround an entire pallet of
product. Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
6. PACKAGING
Five Basic Functions of Packaging
3) Information: The packaging conveys necessary
information to the consumers. The common information
that packaging provides include general features of the
product, ingredients, net weight of the contents, name and
address of the manufacturers, maximum retail price
(MRP). Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
6. PACKAGING
Five Basic Functions of Packaging
4) Utility of use: The convenience packaging has been
devised for foods, household chemicals, drugs, adhesives,
paints, cosmetics, paper goods and a host of other
products. This type of packaging includes dispensing
devices, prepackaged hot metals, and disposable medical
packaging. Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
6. PACKAGING
Five Basic Functions of Packaging
5) Promotion: Companies use attractive colors,
logos, symbols and captions to promote the
product that can influence customer purchase
decision.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
7. POSITIONING
It refers to a process used by marketers to
create an image in the minds of a target
market. Pick a positioning approach that gives
you a unique and valued position in the
market that competitors are not addressing.
Prepared by: JAY BEN C. DE VERA
 7P’s of Marketing
7. POSITIONING
Example:
• Mang Inasal will be the brand name that
customers will say if you ask them related
about “unlimited rice”.

Prepared by: JAY BEN C. DE VERA

 7P’s of Marketing
7. POSITIONING
How to Create a Positioning Statement?
Example Template
For [your target market] who [target market needed],
[your brand name] provides [main benefit that
differentiates your offering from competitors] because
[reason why target market should believe your
differentiation statement].
Prepared by: JAY BEN C. DE VERA
Developing a
Brand Name
Prepared by: JAY BEN C. DE VERA
 Developing a Brand Name

Brand Name – it is a name, symbol, or other

feature that distinguishes a seller's goods or
services in the marketplace.
Branding is a strategy to distinguish products
and companies and to build economic value to
both customers and to brand owners.
Prepared by: JAY BEN C. DE VERA
 Commonly Used Branding Strategies
1) Purpose
2) Consistency
3) Emotion
4) Flexibility
5) Employee Involvement
6) Loyalty
7) Competitive Awareness
Prepared by: REGIE MAE C. SORIA
 Commonly Used Branding Strategies
1) Purpose
How can you define your business
purpose? According to Business Strategy
Insider, purpose can be viewed in two ways:

A. Functional
B. Intentional Prepared by: REGIE MAE C. SORIA
 Commonly Used Branding Strategies
a. Functional.
This way focuses on the assessments of
success in terms of fast and profitable reasons.
For example, the purpose of the business is to
make money.

Prepared by: REGIE MAE C. SORIA

 Commonly Used Branding Strategies
a. Functional.
This way focuses on the assessments of success
in terms of fast and profitable reasons. For example,
the purpose of the business is to make money.
b. Intentional.
This way focuses on fulfillment as it relates to the
capability to generate money and do well in the
world. Prepared by: REGIE MAE C. SORIA
 Commonly Used Branding Strategies

2) Consistency
The significance of consistency is to avoid
things that don’t relate to or improve your brand.
Consistency aids to brand recognition, which fuels
customer loyalty

Prepared by: REGIE MAE C. SORIA

 Commonly Used Branding Strategies

3) Emotion
There should be an emotional voice,
whispering "Buy me". This means you allow the
customers to have the chance to feel that they are
part of your brand.

Prepared by: REGIE MAE C. SORIA

 Commonly Used Branding Strategies

4) Flexibility
Marketers should remain flexible too in this
rapidly changing world. Consistency targets at
setting the standard for your brand, flexibility
allows you to adjust and differentiate your
approach from your competition.
Prepared by: REGIE MAE C. SORIA
 Commonly Used Branding Strategies

5) Employee Involvement
It is equally important for your employees to
be well versed in how they communicate with
customers and represent the brand of your
product.

Prepared by: REGIE MAE C. SORIA

 Commonly Used Branding Strategies

6) Loyalty
Loyalty is an important part of brand strategy.
At the end of the day, the emphasis on a positive
relationship between you and your existing
customers sets the tone for what potential
customers can expect from doing business with
you. Prepared by: REGIE MAE C. SORIA
 Commonly Used Branding Strategies

7) Competitive Awareness
Do not be frightened of competition. Take it as
a challenge to improve your branding strategy and
craft a better value in your brand.

Prepared by: REGIE MAE C. SORIA